Influence of Social Media on Alcohol Use in Adolescents and Young Adults.

Participation in online social media Web sites (e.g., Facebook and Twitter) has skyrocketed in recent years and created a new environment in which adolescents and young adults may be exposed to and influenced by alcohol-related content. Thus, young people are exposed to and display pro-alcohol messages and images through online portrayals of drinking on personal pages as well as unregulated alcohol marketing on social media sites that may reach underage people. Such online displays of alcohol behavior have been correlated with offline alcohol behavior and risky drinking. Health behavior theories have been used to describe the influence of social media sites, including Social Learning Theory, the Media Practice Model, and a more recent conceptual approach called the Facebook Influence Model. Researchers are beginning to assess the potential of social media sites in identifying high-risk drinkers through online display patterns as well as delivering prevention messages and interventions. Future studies need to further expand existing observational work to better understand the role of social media in shaping alcohol-related behaviors and fully exploit the potential of these media for alcohol-related interventions.